Gen Y Prestige Marketing

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Gen Y
Prestige Brand
Ranking
SCOT T G A L LO W AY May 3, 2010
N Y U S tern
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From the Edge of the Network
SCOTT GALLOWAY STERLING LANIER
The Next “Greatest” Generation Five Things Prestige Execs
Need to Know About Gen Y
MATTHEW BISHOP
The World Gen Y Will Inherit GREG SHOVE
Finding Gen Y Online
LAURA McEWEN
This May, L2’s Generation Next Forum dissects the ADAM WALDEN
The Dynamics of Influence
characteristics, influence, and brand affinities of tomorrow’s The Evolution of Gaming
JARED COHEN
affluent consumers. The largest gathering of prestige How Gen Y & Technology Are JANE BUCKINGHAM
marketers in North America, L2 forums combine education Changing the Course of History What Gen Y Wants from
and entertainment to inspire and enlighten. Your Brand
KRYSTAL BALL
How Gen Y Will Govern ANDREW WAGNER
featuring: JEFF DENBY
Mindful Consumption: Gen Y
& the New Marketplace
Change Starts With Your Underwear
• HIGH-VELOCITY PRESENTATIONS (TED format) by thought leaders BEN KAUFMAN
from industry, academia, and Gen Y DR. JAY PARKINSON Social, Product Development,
Gen Y, Health, & the House Call
& Gen Y
• GROUNDBREAKING RESEARCH on Gen Y values, spending power, ERIN SCHRODE
and media consumption DOUG AKIN
The Green Generation
How Gen Y Can Evangelize
• EDGE-OF-THE NETWORK product demonstrations TAVI GEVINSON Your Brand
The Unpredictability of Gen Y
SCOTT GALLOWAY
• NETWORKING with 500+ senior executives from prestige, media, CINDY GALLOP Results of the L2 Gen Y
and technology firms Make Love Not Porn Prestige Ranking
Gen Y
Prestige Brand Want to know more about your brand’s ranking?
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M E T H O D O LO GY
The L2 Gen Y Prestige Brand Ranking

The Prestige Industry’s L2 has undertaken the largest and most robust study of
Crystal Ball
its kind, surveying 450 high-achieving and high-earning
Gen Y adults. On average this sample set is on a
trajectory to earn more than $100,000 in the short-term
and double their income within the next five years.
Gen Y goodwill is arguably the closest thing to a crystal ball for predicting a
The Panel:
prestige brand’s long-term viability. Although currently not the target market,
• 448 individuals; average age 28.5
Gen Y is the future of prestige. Here’s why:
• 55% female; 45% male
• Generation Y (born 1977-1994) represents the largest consumer group in • From 45 countries including the U.S. (68%), India
U.S. history. Estimated at 70 million to 85 million strong or roughly 25% of (6%), China (3%), Brazil (2%), France (2%), Canada
(2%), Mexico (1%), the U.K. (1%), and Italy (1%)
the U.S. population, Gen Y is larger than the Baby Boomer generation
and is supplanting them as the most important economic force.1 • 83% expect to make more than $100,000 per year in
the short term (next 24 months)
• Gen Y’s annual spending power exceeds $200 billion. They also The Questions:
influence another $50 billion2 in purchases. • Respondents scored sentiment for 105 iconic
prestige brands
• By 2017 Gen Y will eclipse Boomers in spending power.3
• Six industry categories: Auto, Beauty & Skincare,
Spirits & Champagnes, Fashion, Hotels, Watches
• Both Boomers and Gen X look to Gen Y for style and trend cues. & Jewelry
• Before scoring the brands respondents were asked

• Unlike Boomers, who are moving out of their prime earning and spending
unprompted for their five favorite prestige brands
years, Gen Y is just beginning their household formation years, during
• Respondents were also asked about popular channels
which their already robust spending will skyrocket.
for brand engagement
1 Harris Interactive YouthPulse 2009

2 “Why Generation Y Isn’t Buying Your Products” Retail Customer Experience, February 5, 2010
3 National Retail Foundation: Smart Brief, April 26, 2010
© L2 2010 L2THINKTANK.COM 3
Gen Y
Ranking CONTACT US
RANKING: ALL BRA N D S

FEMALES
Rank Brand Category Class Rank Brand Category Class Rank Brand Category Class
1 Chanel Fashion Epic 36 Esteé Lauder Beauty & Skincare BFF 71 Stila Beauty & Skincare Tired
2 Ritz-Carlton Hotels Epic 37 Clinique Beauty & Skincare BFF 71 Acura Auto Tired
3 Four Seasons Hotels Epic 38 Shiseido Beauty & Skincare BFF 73 Movado Watches & Jewelry Tired
4 Marc Jacobs Fashion Epic 39 Moët & Chandon Spirits & Champagnes Whatever 74 Benefit Beauty & Skincare Tired
5 Cartier Watches & Jewelry Epic 40 St. Regis Hotels Whatever 75 Hennessy Spirits & Champagnes Tired
6 BMW Auto Epic 41 Grey Goose Spirits & Champagnes Whatever 76 Van Cleef & Arpels Watches & Jewelry Tired
7 Mercedes-Benz Auto Epic 42 Mandarin Oriental Hotels Whatever 77 Belvedere Spirits & Champagnes Tired
8 W Hotels Hotels Epic 43 Bentley Auto Whatever 78 Bombay Sapphire Spirits & Champagnes Tired
9 Prada Fashion Epic 44 Givenchy Fashion Whatever 79 Cadillac Auto Tired
10 Audi Auto Epic 45 Jaguar Auto Whatever 80 Tanqueray Spirits & Champagnes Tired
11 Hermes Fashion Epic 45 Fendi Fashion Whatever 81 Bulova Watches & Jewelry Off the Grid
12 Tiffany Watches & Jewelry Epic 47 Aston Martin Auto Whatever 82 Bally Fashion Off the Grid
13 Gucci Fashion BFF 48 Harry Winston Watches & Jewelry Whatever 82 Peninsula Hotels Off the Grid
14 MAC Beauty & Skincare BFF 49 Lamborghini Auto Whatever 84 Chopard Watches & Jewelry Off the Grid
15 Salvatore Ferragamo Fashion BFF 50 Valentino Fashion Whatever 85 Maker's Mark Spirits & Champagnes Off the Grid
16 Burberry Fashion BFF 50 DeBeers Watches & Jewelry Whatever 86 Lotus Auto Off the Grid
17 Porsche Auto BFF 52 TAG Heuer Watches & Jewelry Whatever 87 Piaget Watches & Jewelry Off the Grid
18 Christian Dior Fashion BFF 53 Kate Spade Fashion Whatever 88 Trump Hotels Off the Grid
19 Lexus Auto BFF 54 Versace Fashion Whatever 89 Baccarat Watches & Jewelry Off the Grid
20 Louis Vuitton Fashion BFF 55 Coach Fashion Whatever 90 Chivas Regal Spirits & Champagnes Off the Grid
20 Rolex Watches & Jewelry BFF 56 Bottega Veneta Fashion Whatever 91 Fairmont Hotels Off the Grid
22 Kiehl's Beauty & Skincare BFF 57 Hugo Boss Fashion Whatever 92 H. Stern Watches & Jewelry Off the Grid
23 Waldorf Astoria Hotels BFF 58 Intercontinental Hotels Tired 93 Korbel Spirits & Champagnes Off the Grid
23 Dom Pérignon Spirits & Champagnes BFF 59 Balenciaga Fashion Tired 94 Patek Philippe Watches & Jewelry Off the Grid
25 Ralph Lauren Fashion BFF 60 Park Hyatt Hotels Tired 95 Raymond Weil Watches & Jewelry Off the Grid
26 YSL Fashion BFF 61 NARS Beauty & Skincare Tired 96 Audemars Piguet Watches & Jewelry Off the Grid
26 Michael Kors Fashion BFF 61 Tory Burch Fashion Tired 97 Luxury Collection Hotels Off the Grid
28 Giorgio Armani Fashion BFF 63 David Yurman Watches & Jewelry Tired 98 Jaeger-Lecoultre Watches & Jewelry Off the Grid
29 L'Occitane Beauty & Skincare BFF 64 Ketel One Spirits & Champagnes Tired 99 Franck Muller Watches & Jewelry Off the Grid
30 Lancôme Beauty & Skincare BFF 65 Johnnie Walker Spirits & Champagnes Tired 100 Woodford Reserve Spirits & Champagnes Off the Grid
31 Ferrari Auto BFF 66 Patrón Spirits & Champagnes Tired 101 Conrad Hotels Off the Grid
32 Bobbi Brown Beauty & Skincare BFF 67 Veuve Clicquot Spirits & Champagnes Tired 102 IWC Watches & Jewelry Off the Grid
32 Bulgari Watches & Jewelry BFF 68 Omega Watches & Jewelry Tired 103 Graff Watches & Jewelry Off the Grid
34 Dolce & Gabbana Fashion BFF 69 Infiniti Auto Tired 104 Vacheron Constantin Watches & Jewelry Off the Grid
35 Land Rover Auto BFF 70 Clarins Beauty & Skincare Tired 105 Hublot Watches & Jewelry Off the Grid
Gen Y
Ranking CONTACT US
RANKING: ALL BRA N D S

MALES
Rank Brand Category Class Rank Brand Category Class Rank Brand Category Class
1 BMW Auto Epic 36 Chanel Fashion Whatever 71 Veuve Clicquot Spirits & Champagnes Tired
2 Ferrari Auto Epic 37 Dolce & Gabbana Fashion Whatever 72 Givenchy Fashion Tired
3 Porsche Auto Epic 38 Versace Fashion Whatever 73 L'Occitane Beauty & Skincare Tired
4 Lamborghini Auto Epic 39 Bulgari Watches & Jewelry Whatever 74 Trump Hotels Tired
5 Audi Auto Epic 40 Coach Fashion Whatever 75 Korbel Spirits & Champagnes Tired
6 Aston Martin Auto Epic 41 Moët & Chandon Spirits & Champagnes Whatever 76 Harry Winston Watches & Jewelry Tired
7 Four Seasons Hotels Epic 42 Christian Dior Fashion Whatever 77 David Yurman Watches & Jewelry Tired
8 Mercedes-Benz Auto Epic 43 Patrón Spirits & Champagnes Whatever 78 Piaget Watches & Jewelry Tired
9 Ralph Lauren Fashion Epic 44 Ketel One Spirits & Champagnes Whatever 78 Raymond Weil Watches & Jewelry Tired
10 Ritz-Carlton Hotels BFF 44 Bombay Sapphire Spirits & Champagnes Whatever 80 Woodford Reserve Spirits & Champagnes Tired
11 Bentley Auto BFF 46 Intercontinental Hotels Whatever 81 Bally Fashion Tired
12 Hugo Boss Fashion BFF 47 Mandarin Oriental Hotels Whatever 82 Peninsula Hotels Tired
13 W Hotels Hotels BFF 48 Park Hyatt Hotels Whatever 83 Fairmont Hotels Tired
14 Rolex Watches & Jewelry BFF 49 Marc Jacobs Fashion Whatever 84 Chopard Watches & Jewelry Tired
15 Land Rover Auto BFF 50 Chivas Regal Spirits & Champagnes Whatever 85 IWC Watches & Jewelry Tired
16 Lexus Auto BFF 51 Cadillac Auto Whatever 86 Van Cleef & Arpels Watches & Jewelry Off the Grid
17 Giorgio Armani Fashion BFF 52 Hennessy Spirits & Champagnes Whatever 87 Shiseido Beauty & Skincare Off the Grid
18 TAG Heuer Watches & Jewelry BFF 53 DeBeers Watches & Jewelry Whatever 88 H. Stern Watches & Jewelry Off the Grid
19 Johnnie Walker Spirits & Champagnes BFF 54 Esteé Lauder Beauty & Skincare Whatever 89 Bottega Veneta Fashion Off the Grid
20 Grey Goose Spirits & Champagnes BFF 54 Tanqueray Spirits & Champagnes Whatever 90 Clarins Beauty & Skincare Off the Grid
21 Cartier Watches & Jewelry BFF 56 Maker's Mark Spirits & Champagnes Whatever 90 Baccarat Watches & Jewelry Off the Grid
22 Dom Pérignon Spirits & Champagnes BFF 57 St. Regis Hotels Whatever 92 Audemars Piguet Watches & Jewelry Off the Grid
23 Lotus Auto BFF 58 Belvedere Spirits & Champagnes Whatever 93 Tory Burch Fashion Off the Grid
23 Burberry Fashion BFF 59 Fendi Fashion Tired 94 Bobbi Brown Beauty & Skincare Off the Grid
25 Gucci Fashion BFF 60 Movado Watches & Jewelry Tired 94 Luxury Collection Hotels Off the Grid
26 Tiffany Watches & Jewelry BFF 61 Lancôme Beauty & Skincare Tired 96 Franck Muller Watches & Jewelry Off the Grid
27 Waldorf Astoria Hotels BFF 62 Patek Philippe Watches & Jewelry Tired 96 Hublot Watches & Jewelry Off the Grid
28 Jaguar Auto Whatever 63 Clinique Beauty & Skincare Tired 98 Jaeger-Lecoultre Watches & Jewelry Off the Grid
29 Hermes Fashion Whatever 64 Kate Spade Fashion Tired 99 Conrad Hotels Off the Grid
30 Omega Watches & Jewelry Whatever 65 Kiehl's Beauty & Skincare Tired 100 Vacheron Constantin Watches & Jewelry Off the Grid
31 Louis Vuitton Fashion Whatever 66 YSL Fashion Tired 101 Balenciaga Fashion Off the Grid
32 Infiniti Auto Whatever 67 Bulova Watches & Jewelry Tired 102 Graff Watches & Jewelry Off the Grid
33 Acura Auto Whatever 68 Michael Kors Fashion Tired 103 Stila Beauty & Skincare Off the Grid
34 Prada Fashion Whatever 69 Valentino Fashion Tired 104 NARS Beauty & Skincare Off the Grid
35 Ferragamo Fashion Whatever 70 MAC Beauty & Skincare Tired 105 Benefit Beauty & Skincare Off the Grid
Gen Y
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OB SERVATIONS
Gen Y Loves Brands

65% of women and 61% of men surveyed consider them- AVERAGE SCORE PER CATEGORY:
selves brand conscious. Only 1% the women and 3% of the Females
men do not. Not surprising for a generation that has grown
up in the age of branding and been the target of a barrage of Off the Grid Whatever Epic
marketing messages since birth.

FASHION
The Apple of My Eye AUTOMOBILES
Unprompted, Apple is considered the #1 brand among men BEAUTY & SKINCARE
and #9 for women. Apple is the #1 most likely next prestige HOTELS
brand purchase for both men and women.
SPIRITS & CHAMPAGNES
Drive WATCHES & JEWELRY
Seven of the 10 highest rated brands for men were auto-

mobiles—with BMW rated #1. Women rated Auto higher
than Beauty & Skincare and second only to Fashion. BMW,
Mercedes-Benz, and Audi appeal to men and women appear-
AVERAGE SCORE PER CATEGORY:
ing on the top 10 lists for both genders. Despite their high
Males
rankings, Cadillac, Jaguar, and Land Rover also registered a
significan number of dislikes from men.
Off the Grid Whatever Epic
You’re Fired! AUTOMOBILES
Arguably, it’s better to be disliked than not known at all, and SPIRITS & CHAMPAGNES
“hated” brands can take solace that strong brands evoke

FASHION
strong reactions. Iconic, logo-driven, brands such as Louis
Vuitton and Burberry (for females), generated some of the HOTELS
most bifurcated reactions and, despite appearing in the top

WATCHES & JEWELRY
20, are also among the most disliked. Trump is the most
disliked prestige brand in the survey. 40% of men and 34% of BEAUTY & SKINCARE
women report they “hate” the brand. The Trump aversion sug-
gests that although supremely brand conscious, Gen Y is wary
Gen Y
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OB SERVATIONS
of flashy self-promotion. Poor perceived corporate citizenship

and environmental disregard also elicited negative sentiment:
DeBeers and SUV-dominant Land Rover and Cadillac were
among the top-10 most hated.
The Old Country

In the Fashion category eight of the top 10 brands for women
are headquartered in Europe, including legendary fashion
houses Chanel, Prada, Hermes and Gucci. Placing second
among women in the fashion ranking, Marc Jacobs is the only
American brand in the top five and the only first-generation
SOCIAL MEDIA & PRESTIGE BRANDS:
brand to score in the top 10.
% of Respondents Who Engage With Brand Social Media Platforms
Out of Time: Watches & Jewelry Are Not 50%

On Gen Y’s Radar 45%
Watches & Jewelry are among the lowest rated categories
40%
for both men and women. There is a striking lack of brand
awareness. Although legendary brands Cartier, Tiffany, and
Rolex still rank high, there are seven prestige Watch & Jewelry 30%
brands that 50% of the respondents do not know.
19%
Will You Be My Friend? 20%
One in five Gen Y respondents like a prestige brand on Face-

book, and one in 10 follow a prestige brand on Twitter. Almost 10% 8%
half have signed up to receive email from a prestige brand.
The survey highlights that brands embracing social media are 1%
enjoying strong word-of-mouth within this cohort. 0%
LIKE ON FOLLOW ON SUBSCRIBE TO RECEIVE EMAIL

E-commerce: The Train Is Leaving FACEBOOK TWITTER YOUTUBE
The store is still the dominant channel, but more than half of
the women purchased luxury goods on discount sites, such
Gen Y
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OB SERVATIONS
as Gilt.com (54%), and retail sites, including Net-A-Porter.com W H AT I S I MPORTANT TO YOU IN A PRESTIGE BRAND?
(53%), yet less than one-third purchased directly from a brand % of All Respondents
site. Female adoption of these web portals signals a shift in
luxury retail and is an indication of things to come. Without ro- 0% 20% 40% 60% 80% 100%
bust direct-to-consumer e-commerce strategies, luxury brands
QUALITY 82%
risk leaving their brands, and the rich sales and marketing
data, in the hands of third party retailers. AUTHENTICITY 46%
IMAGE 44%
Print Holding and Blogs Rising CREATIVITY 41%
Print is not dead, and it continues to be a primary source for EXCLUSIVITY 37%
information on prestige brands. It is the #1 source for women
HERITAGE 20%
and #2 for men.
INNOVATION 12%
Word of mouth recommendations from family & friends are
SOCIAL RESPONSIBILITY 8%
also crucial, ranking #1 for men and #2 for women. Although
respondents do not seem to be directly engaging with brands PERSONALIZATION 6%
via social media, almost one in five Gen Y’s consider blogs COMMUNITY 4%
one of their top three sources for information on prestige
brands.
W H E R E DO YOU PURCHASE PRESTIGE BRANDS?

The Pillars of Luxury Still Stand
% of Female Respondents
Traditional luxury signifiers, quality, authenticity and image,
were the most important attributes of a prestige brand for both
0% 20% 40% 60% 80% 100%
men and women. Meanwhile, heritage and exclusivity, often
linchpins of luxury marketing campaigns, take a back seat. IN-STORE 86%
Standing on these pillars, iconic brands like Chanel, Cartier, FLASH SITE SALE 54%
and Tiffany still resonate (particularly with women).
RETAILER SITE 53%
BRAND SITE 27%
OTHER ONLINE 11%
MOBILE 1%
Gen Y
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OB SERVATIONS
TOP BRANDS UNPROMPTED:

Fe m a l e s
Gen Y
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OB SERVATIONS
TOP BRANDS UNPROMPTED:

Males
Gen Y
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CASE STUDIES
Gen Y Prodigy: MARC JACOBS

Marc Jacobs has built a variety of next-generation communi-
ties both on and offline.
Foursquare & Social Media:

Marc Jacobs fostered a unique following at Fashion Week
2010, with behind-the-scenes tweets from President Robert
Duffy and live online streams of its shows. In addition, Marc
Jacobs partnered with geo-tagging company Foursquare
during Fashion Week, challenging enthusiasts to “check-in”
and unlock badges at any of the Marc by Marc Jacobs stores
in New York.
Accessibility: MarcJacobs.com: 2010 Fall/Winter Runway Video
With diffusion lines Marc by Marc Jacobs and Little Marc,

the designer has been able to recruit a loyal Gen Y following.
To buttress its street cred in the New York community, Marc
Jacobs is opening of a bookstore in Greenwich Village. Marc
Jacobs has also been among the first top-tier designers to
embrace online distribution through popular “Members’ Only”
flash sites including Gilt Groupe. The brand recently
announced that it is launching DTC e-commerce.
Foursquare.com: Marc Jacobs badges
Gen Y
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CASE STUDIES
Gen Y Prodigy: AUDI

The German automaker has pulled many levers to capture
the attention of the next generation of consumers: a fresh and
affordable entry model, innovative systems for fuel efficiency,
and a ubiquitous social media presence.
Audi A1 on Audi.com
Early Access:
Costing less than $25,000, the A1 model offers younger enthu-
siasts the opportunity to become Audi drivers without break-
ing the bank. The fuel-efficient, two-door hatchback is Audi’s
answer to the Mini Cooper, a popular vehicle among young
professionals.
Responsible Engineering: Audi Space on

Sony Playstation Home
The compact A1 reflects Audi’s broader efforts to create a col-
lection of green cars and engines. Audi’s cutting-edge lineup
has captured the attention of the environmentally conscious
with electric-powered models and diesel-powered engines.
Digital Savvy:
Earlier this year, Audi bested icons BMW and Mercedes-Benz
to earn the top spot in L2’s Digital IQ Index for auto brands.
This accomplishment is a tribute to the company’s deft use of Concept cars on Audi Facebook page
online platforms including Facebook to provide sneak peeks

of concept cars and solicit user feedback for the LA Design
Challenge; the iPhone to create a set of three mobile gaming
apps; Sony’s Playstation Home to build a virtual Audi Space;
and YouTube to distribute high-profile commercial teasers
casting Justin Timberlake. In addition, Audi will be showcas-
ing its award-winning R8 and other models in the summer
blockbuster Iron Man 2.
Gen Y
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C ASE ST UD IES
Gen Y Prodigy: CHANEL

Chanel proves that true luxury still resonates with Gen Y.
Makeup & Fragrance:

Although the brand may be best known for its chic suits and
quilted handbags, Chanel’s most profitable businesses are its
beauty and fragrance divisions. By offering an affordable and
relevant entry point through its makeup counters, Chanel has
been able to establish a beachhead with Gen Y consumers. Chanel.com: Beauty and fragrance page
Chanel
New Media & Traditional Assets: iPhone app
The French designer has elevated its online presence, taking

over its Facebook page from a fan in November 2009 and
building a dramatic following around perfume brand Chanel
No. 5. Chanel was one of the first fashion powerhouses to
experiment with new media, distributing short online films, cre- Chanel Facebook Page:
Rouge Coco Tab
ating podcasts and a downloadable iPhone app. In February,
Chanel announced plans to expand its e-commerce platform
to include eyewear and accessories in addition to its current
beauty offerings.
Chanel-news.com
Chanel.com: Chanel No. 5 site page

with Night Train short film starring
Audrey Tautou
© L2 2010 L2ThinkTank.com 13
Gen Y
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MAC homepage
CASE STUDIES
Gen Y Prodigy: MAC

Going Green:
Makeup Art Cosmetics (MAC) scores with social responsibility.
To meet the demands of green-conscious consumers, MAC’s
Back to MAC recycling programs promoted “eco-friendly”
packaging; rewarding participants with a free sample product
in exchange for used containers. In addition, with the help of
spokeswomen Lady Gaga, the beauty brand recently raised
$2.5 million in a global campaign for HIV AIDS awareness.
Gen Y’s Makeup Brand:

Through provocative design and innovative merchandising,
MAC has remained relevant with both consumers and the next
generation of makeup artists.
This year MAC began collaborating with London-based

department store Liberty, in its new Give Me Liberty of London MAC PRO website
Collection. The MAC PRO program has also been critical
to building a base of loyal fans and brand ambassadors in
the industry: for an annual fee, cosmetic professionals and
students receive discounts and opportunities to engage in
workshops and networking sessions. The company has bol-
stered these grassroots efforts with an industry-leading digital
media strategy: with tips and how-to videos on YouTube and
Facebook, and a Twitter presence that empowers its makeup
artists to evangelize the brand.
MAC AIDS Fund:

Supported by Lady Gaga & Cindy
Lauper “From Our Lips” campaign
MAC YouTube Channel:

Artists in Action video series
Gen Y
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RANKING: BY CATE G O R Y
AUTOMOBILES
FEMALES MALES
Rank Brand Category Class Rank Brand Category Class
1 BMW Auto Epic 1 BMW Auto Epic
2 Mercedes-Benz Auto Epic 2 Ferrari Auto Epic
3 Audi Auto Epic 3 Porsche Auto Epic
4 Porsche Auto BFF 4 Lamborghini Auto Epic
5 Lexus Auto BFF 5 Audi Auto Epic
6 Ferrari Auto BFF 6 Aston Martin Auto Epic
7 Land Rover Auto BFF 7 Mercedes-Benz Auto Epic
8 Bentley Auto Whatever 8 Bentley Auto BFF
9 Jaguar Auto Whatever 9 Land Rover Auto BFF
10 Aston Martin Auto Whatever 10 Lexus Auto BFF
11 Lamborghini Auto Whatever 11 Lotus Auto BFF
12 Infiniti Auto Tired 12 Jaguar Auto Whatever
13 Acura Auto Tired 13 Infiniti Auto Whatever
14 Cadillac Auto Tired 14 Acura Auto Whatever
15 Lotus Auto Off the Grid 15 Cadillac Auto Whatever
BEAUTY & SKINCARE

FEMALES MALES
1 MAC Beauty & Skincare BFF 1 Esteé Lauder Beauty & Skincare Whatever
2 Kiehl's Beauty & Skincare BFF 2 Lancôme Beauty & Skincare Tired
3 L'Occitane Beauty & Skincare BFF 3 Clinique Beauty & Skincare Tired
4 Lancôme Beauty & Skincare BFF 4 Kiehl's Beauty & Skincare Tired
5 Bobbi Brown Beauty & Skincare BFF 5 MAC Beauty & Skincare Tired
6 Esteé Lauder Beauty & Skincare BFF 6 L'Occitane Beauty & Skincare Tired
7 Clinique Beauty & Skincare BFF 7 Shiseido Beauty & Skincare Off the Grid
8 Shiseido Beauty & Skincare BFF 8 Clarins Beauty & Skincare Off the Grid
9 NARS Beauty & Skincare Tired 9 Bobbi Brown Beauty & Skincare Off the Grid
10 Clarins Beauty & Skincare Tired 10 Stila Beauty & Skincare Off the Grid
11 Stila Beauty & Skincare Tired 11 NARS Beauty & Skincare Off the Grid
12 Benefit Beauty & Skincare Tired 12 Benefit Beauty & Skincare Off the Grid
Gen Y
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FASHION
FEMALES MALES
1 Chanel Fashion Epic 1 Ralph Lauren Fashion Epic
2 Marc Jacobs Fashion Epic 2 Hugo Boss Fashion BFF
3 Prada Fashion Epic 3 Giorgio Armani Fashion BFF
4 Hermes Fashion Epic 4 Burberry Fashion BFF
5 Gucci Fashion BFF 5 Gucci Fashion BFF
6 Salvatore Ferragamo Fashion BFF 6 Hermes Fashion Whatever
7 Burberry Fashion BFF 7 Louis Vuitton Fashion Whatever
8 Christian Dior Fashion BFF 8 Prada Fashion Whatever
9 Louis Vuitton Fashion BFF 9 Salvatore Ferragamo Fashion Whatever
10 Ralph Lauren Fashion BFF 10 Chanel Fashion Whatever
11 YSL Fashion BFF 11 Dolce & Gabbana Fashion Whatever
12 Michael Kors Fashion BFF 12 Versace Fashion Whatever
13 Giorgio Armani Fashion BFF 13 Coach Fashion Whatever
14 Dolce & Gabbana Fashion BFF 14 Christian Dior Fashion Whatever
15 Givenchy Fashion Whatever 15 Marc Jacobs Fashion Whatever
16 Fendi Fashion Whatever 16 Fendi Fashion Tired
17 Valentino Fashion Whatever 17 Kate Spade Fashion Tired
18 Kate Spade Fashion Whatever 18 YSL Fashion Tired
19 Versace Fashion Whatever 19 Michael Kors Fashion Tired
20 Coach Fashion Whatever 20 Valentino Fashion Tired
21 Bottega Veneta Fashion Whatever 21 Givenchy Fashion Tired
22 Hugo Boss Fashion Whatever 22 Bally Fashion Tired
23 Balenciaga Fashion Tired 23 Bottega Veneta Fashion Off the Grid
24 Tory Burch Fashion Tired 24 Tory Burch Fashion Off the Grid
25 Bally Fashion Off the Grid 25 Balenciaga Fashion Off the Grid
Gen Y
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HOTELS
FEMALES MALES
1 Ritz-Carlton Hotels Epic 1 Four Seasons Hotels Epic
2 Four Seasons Hotels Epic 2 Ritz-Carlton Hotels BFF
3 W Hotels Hotels Epic 3 W Hotels Hotels BFF
4 Waldorf Astoria Hotels BFF 4 Waldorf Astoria Hotels BFF
5 St. Regis Hotels Whatever 5 Intercontinental Hotels Whatever
6 Mandarin Oriental Hotels Whatever 6 Mandarin Oriental Hotels Whatever
7 Intercontinental Hotels Tired 7 Park Hyatt Hotels Whatever
8 Park Hyatt Hotels Tired 8 St. Regis Hotels Whatever
9 Peninsula Hotels Off the Grid 9 Trump Hotels Tired
10 Trump Hotels Off the Grid 10 Peninsula Hotels Tired
11 Fairmont Hotels Off the Grid 11 Fairmont Hotels Tired
12 Luxury Collection Hotels Off the Grid 12 Luxury Collection Hotels Off the Grid
13 Conrad Hotels Off the Grid 13 Conrad Hotels Off the Grid
SPIRITS & CHAMPAGNES

FEMALES MALES
1 Dom Pérignon Spirits & Champagnes BFF 1 Johnnie Walker Spirits & Champagnes BFF
2 Moët & Chandon Spirits & Champagnes Whatever 2 Grey Goose Spirits & Champagnes BFF
3 Grey Goose Spirits & Champagnes Whatever 3 Dom Pérignon Spirits & Champagnes BFF
4 Ketel One Spirits & Champagnes Tired 4 Moët & Chandon Spirits & Champagnes Whatever
5 Johnnie Walker Spirits & Champagnes Tired 5 Patrón Spirits & Champagnes Whatever
6 Patrón Spirits & Champagnes Tired 6 Ketel One Spirits & Champagnes Whatever
7 Veuve Clicquot Spirits & Champagnes Tired 7 Bombay Sapphire Spirits & Champagnes Whatever
8 Hennessy Spirits & Champagnes Tired 8 Chivas Regal Spirits & Champagnes Whatever
9 Belvedere Spirits & Champagnes Tired 9 Hennessy Spirits & Champagnes Whatever
10 Bombay Sapphire Spirits & Champagnes Tired 10 Tanqueray Spirits & Champagnes Whatever
11 Tanqueray Spirits & Champagnes Tired 11 Maker's Mark Spirits & Champagnes Whatever
12 Maker's Mark Spirits & Champagnes Off the Grid 12 Belvedere Spirits & Champagnes Whatever
13 Chivas Regal Spirits & Champagnes Off the Grid 13 Veuve Clicquot Spirits & Champagnes Tired
14 Korbel Spirits & Champagnes Off the Grid 14 Korbel Spirits & Champagnes Tired
15 Woodford Reserve Spirits & Champagnes Off the Grid 15 Woodford Reserve Spirits & Champagnes Tired
Gen Y
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WATCHES & JEWELRY

FEMALES MALES
1 Cartier Watches & Jewelry Epic 1 Rolex Watches & Jewelry BFF
2 Tiffany Watches & Jewelry Epic 2 TAG Heuer Watches & Jewelry BFF
3 Rolex Watches & Jewelry BFF 3 Cartier Watches & Jewelry BFF
4 Bulgari Watches & Jewelry BFF 4 Tiffany Watches & Jewelry BFF
5 Harry Winston Watches & Jewelry Whatever 5 Omega Watches & Jewelry Whatever
6 DeBeers Watches & Jewelry Whatever 6 Bulgari Watches & Jewelry Whatever
7 TAG Heuer Watches & Jewelry Whatever 7 DeBeers Watches & Jewelry Whatever
8 David Yurman Watches & Jewelry Tired 8 Movado Watches & Jewelry Tired
9 Omega Watches & Jewelry Tired 9 Patek Philippe Watches & Jewelry Tired
10 Movado Watches & Jewelry Tired 10 Bulova Watches & Jewelry Tired
11 Van Cleef & Arpels Watches & Jewelry Tired 11 Harry Winston Watches & Jewelry Tired
12 Bulova Watches & Jewelry Off the Grid 12 David Yurman Watches & Jewelry Tired
13 Chopard Watches & Jewelry Off the Grid 13 Piaget Watches & Jewelry Tired
14 Piaget Watches & Jewelry Off the Grid 14 Raymond Weil Watches & Jewelry Tired
15 Baccarat Watches & Jewelry Off the Grid 15 Chopard Watches & Jewelry Tired
16 H. Stern Watches & Jewelry Off the Grid 16 IWC Watches & Jewelry Tired
17 Patek Philippe Watches & Jewelry Off the Grid 17 Van Cleef & Arpels Watches & Jewelry Off the Grid
18 Raymond Weil Watches & Jewelry Off the Grid 18 H. Stern Watches & Jewelry Off the Grid
19 Audemars Piguet Watches & Jewelry Off the Grid 19 Baccarat Watches & Jewelry Off the Grid
20 Jaeger-Lecoultre Watches & Jewelry Off the Grid 20 Audemars Piguet Watches & Jewelry Off the Grid
21 Franck Muller Watches & Jewelry Off the Grid 21 Franck Muller Watches & Jewelry Off the Grid
22 IWC Watches & Jewelry Off the Grid 22 Hublot Watches & Jewelry Off the Grid
23 Graff Watches & Jewelry Off the Grid 23 Jaeger-Lecoultre Watches & Jewelry Off the Grid
24 Vacheron Constantin Watches & Jewelry Off the Grid 24 Vacheron Constantin Watches & Jewelry Off the Grid
25 Hublot Watches & Jewelry Off the Grid 25 Graff Watches & Jewelry Off the Grid
Want to know more about your brand’s ranking?
CONTACT US
A THINK TANK
for PRESTIGE BRANDS
821 Broadway, 2nd Floor

New York, NY 10003
W: L2ThinkTank.com
E: info@L2ThinkTank.com
© L2 2010 L2THINKTANK.COM

Gen Y Prestige Marketing

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Gen Y Prestige Marketing

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Want to know more about your brand’s ranking?

The L2 Gen Y Prestige Brand Ranking

• Before scoring the brands respondents were asked

1 Harris Interactive YouthPulse 2009

RANKING: ALL BRA N D S

RANKING: ALL BRA N D S

Gen Y Loves Brands

marketing messages since birth.

The Apple of My Eye AUTOMOBILES

Drive WATCHES & JEWELRY

Seven of the 10 highest rated brands for men were auto-

You’re Fired! AUTOMOBILES

“hated” brands can take solace that strong brands evoke

most bifurcated reactions and, despite appearing in the top

of flashy self-promotion. Poor perceived corporate citizenship

The Old Country

Out of Time: Watches & Jewelry Are Not 50%

One in five Gen Y respondents like a prestige brand on Face-

LIKE ON FOLLOW ON SUBSCRIBE TO RECEIVE EMAIL

W H E R E DO YOU PURCHASE PRESTIGE BRANDS?

TOP BRANDS UNPROMPTED:

TOP BRANDS UNPROMPTED:

Gen Y Prodigy: MARC JACOBS

Foursquare & Social Media:

Accessibility: MarcJacobs.com: 2010 Fall/Winter Runway Video

With diffusion lines Marc by Marc Jacobs and Little Marc,

Foursquare.com: Marc Jacobs badges

Gen Y Prodigy: AUDI

Responsible Engineering: Audi Space on

online platforms including Facebook to provide sneak peeks

Gen Y Prodigy: CHANEL

Makeup & Fragrance:

The French designer has elevated its online presence, taking

Chanel.com: Chanel No. 5 site page

Gen Y Prodigy: MAC

Gen Y’s Makeup Brand:

This year MAC began collaborating with London-based

MAC AIDS Fund:

MAC YouTube Channel:

BEAUTY & SKINCARE

SPIRITS & CHAMPAGNES

WATCHES & JEWELRY

821 Broadway, 2nd Floor

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